2 AGENDA What is the market growth? ($) MEDIATIVE PERFORMANCE DISPLAY PRODUCTWhat is the market growth? ($)Mediative Display & Definition of PerformanceWhat is the Product & What are the Product FeaturesThe Product StaircaseCampaign Delivery Business RulesThe ReportsBilling RulesExceptions and Escalation Process
3 THE PROGRAMMATIC/RTB MARKET STRONG GROWTH IN CANADA THOUGH TO 2017Strong & consistent growth in Canada is driven by attractive CPMs and the evolution of programmatic direct buys.Programmatic direct will fuel a significant amount of the industry growth in Canada.2017: $258.2M 45.0% Growth Year-over-Year.2016: $178.0M 49.2% Growth Year-over-Year.2015: $119.3M % Growth Year-over-Year2014: $81.7M 47.5% Growth Year-over-YearSource: eMarketer, 2014
5 2 TYPES OF DISPLAY CAMPAIGNS 1BRANDING & AWARENESS2PERFORMANCELeveraging data targeting is incorporated into both Mediative’s Brand Awareness & Mediative’s Performance Campaigns.
6 WHAT IS PERFORMANCE?PERFORMANCE IS CONVERSIONS“Media buyers buy on CPM, CPC, or DealID; but they cancel on CPA”Jennifer DunnRegardless of the how the media is purchased, the most determining factor of the success of a performance campaign is the cost per conversion.
7 WHAT IS PERFORMANCE?PERFORMANCE IS CONVERSIONS“Conversion campaigns rely on having the right impression land on the right user. In short, performance campaigns are led by the first data-fuelled impression to land on the correct user – not the last click standing.”John Fanous
8 WHAT IS A CONVERSION?Conversions: a measurable on-site engagement action completed by a site visitor that directly correlates to a measurable business KPI. (EX: lead form completion, e-commerce transaction)
9 OPTIMIZATION FOR CONVERSIONS CLICKS ≠ CONVERSIONS IN ALL CASES Optimizing for clicks consider the quantity of the visitor versus optimization for conversions is focused on the quality of the visitor.
10 OPTIMIZATION FOR CONVERSIONS CLICKS ≠ CONVERSIONS IN ALL CASES The vast majority of research indicates that conversions and clicks are not correlated.comScore research states that only 16% of consumers will click on ads8% of consumers account for 85% of all clicks.Studies by Nielsen indicate that there is virtually no correlation between clicks and brand metrics or offline sales.A case study by Rocket Fuel found that only 1% of total revenue generated from an online campaign came from post click conversions.Note: Conversion results need to include BOTH post click & post view conversions to track the full value to the display advertising.
11 OPTIMIZATION FOR CONVERSIONS INCREASING CPM/CPC LEADS TO DECREASED CPA Higher CPC = higher quality visitor = higher likelihood to convert = more conversions = lower CPA
12 Mediative PERFORMANCE DISPLAY What Is It?The Performance Display product is designed to optimize display campaigns against a set of on-site conversion objectives related to business KPIs.
13 GET ACTION MEDIATIVE PERFORMANC DISPLAY SOLUTIONS Drive Conversions from your display advertising maximizing returns from current and new audience opportunities.
14 COMPETITIVE ASSESSMENT FULL-SERVICE PERFORMANCE COMPANIES Key Takeaways:Majority of competitors leverage CPM-based pricing – not a single competitor that was secret shopped mentioned a CPC pricing model.Majority of competitors leverage 3rd Party Data with only a few having 1st Party DataCompetitors place their technological capabilities (DMP & DSP) front and center with a human team of analysts to monitor, report, and adjust strategyCompetitors heavily leverage lookalike targeting capabilities to drive performance.Competitors provide detailed reporting w/ commentary and recommendationsCompetitive analysis table in available in excel format for more detailed reviewMethodology was a detailed review of competitors’ websites, key industry sites evaluating the different DSP providers, interviews with past employees, secret shopping, and posted materials
15 Mediative PERFORMANCE DISPLAY OUR UNIQUE SELLING PROPOSITIONMediative will become a consultative, strategic partner; developing strategy-driven, rigorous optimization programs aimed at delivering quantifiable results. Our first party data and strategic approach to the purchase and bidding for impression inventory ensures that Mediative is able to place your ad in front of the right user in the right context with the an intent to purchase.Our targeting and optimization processes ensures that the ad impressions your ad receives initiates, influences and ultimately drives conversions.
16 PERFORMANCE DISPLAY: WHAT YOU GET 1Media Strategy & Planning: Identification of channels, audiences and the overall approach required to drive towards an advertiser’s business objectives.2Custom-Built, Dynamic Lookalike Modelling: Creation of profiles of converting user segments on your website and pattern matching that audience against the entire web ecosystem; delivering ads to those individuals using RTB technology.3Media Buying: Mediative will execute your campaign against the aforementioned media plan4Campaign Management & Optimization: On-going evaluation of the campaigns performance and altering of the campaign settings, budget distribution across tactics or channels, and updates to the campaign strategy to maximize performance.5Reporting and Insights : Regular reporting of campaign metrics and optimization tactics and insights as to the customer profile and audience make up.
17 REPORTING – GET ACTION PERFORMANCE SUMMARY BY TACTIC & LINE ITEM INSIGHTS INTO CAMPAIGN PERFORMANCE BY AD COPY, AD SIZE, NETWORK, & AD POSITIONINSIGHTS INTO CAMPAIGN PERFORMANCE BY TIME OF DAY, DAY OF WEEK, GEOGRAPHYPERFORMANCE TREND ANALYSIS
18 HOW IT WORKS OUR PROCESS & TECHNOLOGY TECHNOLOGY GAP PROPOSED FUTURE STATE1ConversionsTags are placed on all pages of the client’s site2Custom Audiences are created in Mediative’s Data Management PlatformCustom Audiences3Audiences are evaluated using signal analysis to identify common traits between customers who have converted. Custom audiences are created. Lookalike modelling is leveraged to identify other users who demonstrate similar behavioural characteristics4Mediative’s DSP Targets those users in real time and bids for those specific impressions.5Mediative’s RTB algorithms learn which audiences, ad copy and campaign setting combinations are most effective at driving conversions and optimizes campaign delivery against those settings.Lookalike Targeting
19 PRODUCT STAIRCASE INTERNAL USE ONLY Creation vs. Claiming vs. Optimization
20 WHAT THIS DOES NOT INCLUDE INTERNAL USE ONLYWHAT THIS DOES NOT INCLUDEGuaranteed CPA or Volume of ConversionsCPC Campaigns (CPC is decidedly not performance)HyLoMo (Version 1)PPC Advertising (Search)Social Media Advertising (Version 1)Ad Creative DevelopmentSite Specific ReportingVideo Ads or In-Stream Video AdsCall-Tracking, Social Media Audience Acquisition, Downloads, or qualitative conversion metrics cannot be supported.
21 BUSINESS RULES HOW DO WE EXECUTE PERFORMANCE CAMPAIGNS? INTERNAL USE ONLYBUSINESS RULES HOW DO WE EXECUTE PERFORMANCE CAMPAIGNS?Client must allow Mediative to effectively add tags to their site to allow for audience modelling and performance to be tracked.Tracking Pixels will need to be placed on the client site and validated prior to campaign launch. This process will have a direct impact on the lead time required to launch the campaigns.If no tags are able to be put in place, we will need to adjust to sell a Branding or Behavioural CampaignsClient’s site should have a minimum of 40,000 unique visitors per month for Performance Campaigns; otherwise PPC or SEO may be of more value to the client for driving a direct response campaigns.Campaigns should be run for a minimum duration of 30 days for net new campaigns.An initial testing period for data collection could last for up to 2 weeks prior to campaign launch.Campaign objectives must be provided to campaign managers in the campaign checklist document.The campaign checklist document must be provided with the opportunity reaching 75% in SalesForce. If no checklist has been completed & approved, no IO can be generated.Conversions must include post click and post view impressions
22 BUSINESS RULES HOW DO WE EXECUTE PERFORMANCE CAMPAIGNS? INTERNAL USE ONLYBUSINESS RULES HOW DO WE EXECUTE PERFORMANCE CAMPAIGNS?Campaigns will typically launch within 10 business days after contract has closed.All ad copy should be provided to Mediative no less than 48 hours prior to campaign launch.Campaigns will run on Google DoubleClick Bid Manager (DBM) for the desktop campaigns.Mediative can provide landing pages and ad creative as add-ons to almost all packages.Additional ad copy can be added to the campaign (48hrs turnaround SLA)Ad copy should be named with a specific theme or call-to-action should multiple ad variations be used so that ad performance can be analyzed.Campaign reporting will be delivered on a bi-weekly basis without commentary.Final reporting will be delivered within 5 business days of the campaign end date and will include commentary and future campaign recommendations.Commentary will be a joint effort between the campaign manager and sales rep.Should conversions still be occurring within the 5 day period, the report may be delayed to capture the full value of the conversions driven from the campaign.Bonus impressions/’make goods’ must be approved by Finance.
23 TBD Per Paul Ryan’s Plans DISPLAY FOR PERFORMANCE PRODUCT ROADMAPVERSION 1.0Manual optimization with automated reporting and strandardized business fules & workflowsVERSION 1.1Increased Automation & Supported ConversionsVERSION 2.0Machine LearningVERSION 2.1Cross-Channel PerformanceVERSION 2.2Best-in-Class SolutionJune 2014Aug 2014TBD Per Paul Ryan’s Plans2015PRODUCT HIGHLIGHTSLead Generation & E- Commerce Conversion OptimizationStandardized, Operations WorkflowsAutomated Performance ReportingDesktop Performance Programmatic/RTBPRODUCT HIGHLIGHTSAdding in Call Tracking, Conversion OptimizationLook-a-like reporting & Basic ModellingOn-demand Client- facing reportingSite blacklist databaseDynamic Ad CreativePRODUCT HIGHLIGHTSDynamic Audience Development & Integration into DSPIncreased Optimization Automation & Process WorkflowsMachine LearningOptimization Knowledge Base by VerticalPRODUCT HIGHLIGHTSIntegration w/ HyLoMo, Social Ads, GDN, PPC, etc.Cross-Channel Management (Display as a Service)Cross Channel ReportingPRODUCT HIGHLIGHTSAdvanced Attribution Modelling & Click Path Reporting
24 HOW IT WORKS OUR SALES PROCESS FLOW INTERNAL USE ONLYHOW IT WORKS OUR SALES PROCESS FLOW
25 BUSINESS CONTROLS ENSURING COMPLIANCE WITH BUSINESS RULES 0%50%75%100%PRE-SALES PROCESSOpportunity IdentifiedMeeting with Campaign ManagerIO CreatedPixels Given to ClientIO SignedCampaign LaunchMANDATORY SF CHECK: Checklist Completed & Approved by CM to generate a IOMANDATORY SF CHECK: Pixel Tracking Validated to confirm “GO” to sign IO10 Business Days
26 HOW IT WORKS OUR OPERATIONAL PROCESS FLOW INTERNAL USE ONLYHOW IT WORKS OUR OPERATIONAL PROCESS FLOW
27 KEY CONTACTS HOW TO GET SUPPORT Pre-Sale Support:Campaign ManagersReach out to your campaign managers for pre-sale questions & support including project validation, proposals, IOs, & Tracking Code DevelopmentCampaign Objectives:Campaign ManagersCMs will be the point of contact for project validating the performance campaign criteria have been met, create tracking codes, billing, and providing reports.Product Manager:Kyle GrantKyle will be able to answer any product-related questions regarding product definition, pricing, options, or product integration.Product Thought-Leaders:Claudia OrtizClaudia can be available for strategic consultation, account reviews & specific questions.
28 OPERATIONAL OBJECTIVE PROVE OUR CAPABILITIES TO DRIVE PERFORMANCEOur objective is to drive the lowest eCPA for our clients possible leveraging every potential tactic at our disposal. Our focus needs to be on advertiser performance and driving conversions rather than focusing on Mediative Margin. We are pricing based on average CPM and therefore we can bid higher on high converting inventory, even higher than the sale CPM price, with the goal to average out lower than the CPM in the IO.
29 SETTING-UP CAMPAIGNS IN DBM Add a New Advertiser in Bid ManagerCreate Conversion Pixels in Bid ManagerAdd/Upload Ad CreativeCreate Insertion OrderSet IO NameSet Start & End DatesSet BudgetSet Page URLCreate Line ItemsSet TargetingSet BidsPick how to count ConversionsAssign CreativeConfirm campaign status
30 VARIABLE CPM (vCPM) PERFORMANCE-DRIVEN DYNAMIC BIDDING vCPM dynamically changes a line item's bid based on the likeliness that an individual impression is going to perform well, such as lead to a click or conversion.Algorithm-based technology to assist in driving towards a targeted CPAImplement controls to ensure CPMs do not exceed targetsTarget ROI, CPC or CPC(We will not use CPC)Prioritize Performance vs. Spend Targets
31 STANDARDIZED LINE ITEM TACTICS PERFORMANCE CAMPAIGN STRATEGY Advertiser ObjectiveConversion DefinitionCampaign StrategyTacticsRemarketingChannel Targeting1st Party Data TargetingAudienceSemantic & Contextual TargetingFacebook ExchangeLookalike ModellingDynamic AdsPerformance campaigns should test any tactic aligned to the overall campaign strategy. Performance will dictate which tactics are continued to be funded and others dropped.Tactics may be used independently or in combination for maximum results
32 REMARKETING AUDIENCE DEVELOPMENT Retargeting pixels will need to come from Lotame with conversion pixels coming from DBM.Request CTAX pixels from Data team breaking out each site section, as necessary, for detailed audience segmentation.Data team will go into Lotame to ensure that the retargeting segment has been created and push that to DBM and AppnexusTags will be sent to client for ImplementationData team will get confirmation pixel has been implemented
33 STANDARDIZED OPTIMIZATION FREQUENCY CADENCE OF IN-DEPTH CAMPAIGN CHECK-INS Launch Date50% of DurationFinal Report48 HrsCampaign Duration24 Hrs25% of Duration75% of DurationNote: Longer duration campaigns should have a minimum of a weekly check-in on performance
34 OPTIMIZATION TACTICS BEST PRACTICES CLAUDIAOPTIMIZATION TACTICS BEST PRACTICESTactics to Optimize Performance Campaigns?Budget Alignment to Top Performing line ItemsAudience Segment Performance OptimizationDayparting (Time of Day & Day of Week)GeotargetingAd Copy Performance (Ad Version & Size) OptimizationAd Exchange OptimizationSite Blacklisting & WhitelistingSegment Performance AnalysisAbove vs. Below the fold AnalysisDevice Type segmentationBrowser Type segmentationLanguage segmentationReach & Frequency Analysis – Incremental CPA impact for each additional impressionConversion Funnel Abandonment
35 OPTIMIZATION CHECKLIST EXAMPLE TO BE VALIDATEDOPTIMIZATION CHECKLISTCheckpointResponsibleChecklist24 HrsProgrammatic SpecialistEnsure all ads are serving in all line itemsReview initial targeting & campaign settings are correct48 HrsReview budget pacing & adjust bidsIdentify abnormal CTR (Ident. Click Fraud)Review campaign delivery against settings25%Campaign ManagerLine Item Performance AnalysisCampaign Brand Safety Settings AnalysisAudience Performance ReviewReview Budget allocation by ChannelGeo-targeting AnalysisNetwork Performance AnalysisAdd Category ExclusionsDay Parting Analysis by TOD/Day of Week50%Programmatic Specialist & Campaign ManagerAd Copy PerformanceAbove the Fold vs. Below the Fold AnalysisFrequency Capping AnalysisPerformance Trend Analysis & Optimization ReviewStrategy & Tactical Adjustment75%This checklist will be validated with the Programmatic team in the near future to ensure it is complete and aligns to best practices.
37 MEDIATIVE’S TECHNOLOGY OVERVIEW THE TOOLS TO EXECUTING PERFORMANCE Sales orderCampaign managementCampaign deliveryReportingOpportunity is created in Salesforce with media planIf opportunity reaches 75% closing prob. Sales order is pushed to OperativeCampaign managers verify avails in Operative and create sales order (or IO) to be signed.Sales order is created. Campaign managers create media planAd ServersProgrammatic RTBDemand-side platforms(DSP)Campaigns delivered to the Mediative ad network (i.e.:publisher sites) are pushed to Google DFPPAudience dataAd ExchangesMobileTargeting helpersSemantic targetingKeyword contextual targetingCampaign reportFinance/Billing reportBIComplete delivery logs are extracted from DFP and AppNexus and inserted in the BI database on a daily basis.Operative imports delivery data from dfp on a daily basis which can be viewed on a campaign, sales order or line item level directly from the Operative UI.
39 DEFINITIONS Term DEFINITION RTB Real Time Bidding also refers to as Programmatic Buying is a new method of selling and buying online display advertising in real time one ad impression at a timeDSPA demand-side platform (DSP) is a system that allows buyers of digital advertising inventory to manage multiple ad exchange and data exchange accounts through one interface. Real-time bidding for displaying online ads takes place within the ad exchanges, and by utilizing a DSP, marketers can manage their bids for the banners and the pricing for the data that they are layering on to target their audiences.DMPData Management Platform which houses data from different sources and make it accessible through the ad exchangeAudience TargetingAudience Targeting, Interest-based targeting, data targeting is a type of online marketing where the user is identified with certain interests and then targeted by the relevant advertising message.RetargetingBehavioral retargeting (also known as behavioral remarketing, or simply, retargeting) is a form of online targeted advertising by which online advertising is targeted to consumers based on their previous Internet actions, in situations where these actions did not result in a sale or conversion.RemarketingSee Retargeting
40 Performance Margin WHY WE NEED A NEW CONSTRUCT DISPLAY FOR PERFORMANCE PRODUCT
41 Performance Margin WHY WE NEED A NEW CONSTRUCT DISPLAY FOR PERFORMANCE CPCCPMPRODUCT
42 Performance Margin WHY WE NEED A NEW CONSTRUCT DISPLAY FOR PERFORMANCE % of SpendCONVERSIONSPRODUCT
43 Client Site Remarketing WHY WE NEED A NEW CONSTRUCT DISPLAY FOR PERFORMANCEMarginPerformance% of SpendPRODUCTMediative Network RONData with RTBClient Site RemarketingHyLoMoCreative & UX Services